On March 31st this year, 2.4m people across the globe took action against climate change.

Some turned off their mobile phones, while others organised community events. But whether large or small, each action was in support of Earth Hour – WWF’s annual event to raise awareness of environmental issues.

Community Management is an increasingly important role for many big brands. For Transport for London Cycling – where social media is at the forefront of a user-facing strategy – this has never been more pertinent.

I recently spoke with Matt Moran, TfL's Online Community Manager for Cycling, to find out more about his role and how TfL is using social to engage with London's cyclists.

When pharma giant Novartis first started marketing Entresto, a heart failure drug, it found itself facing criticism from cardiologists and consumers who felt the company's direct-to-consumer ads were far too negative.

But following that criticism, Novartis has taken a much different approach to promoting Entresto.